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7 Steps to Optimising your Automations 📈
Implementing successful strategies across the board
Pragma (formerly Logisy)
April 05, 2024
A regular dose of D2C-centric resources & tools for Growing Brands, Startups & Entrepreneurs.
7 Steps to Optimise Marketing Automation.
Did you know that marketing automation campaigns work much better than the alternative?
Why? Because of the data that is looped to help you optimise future campaigns and more. Because the right automation is technically ‘Real-time Optimisation’.
Operation areas where Automation play a huge role:
1. Lead Generation
2. Customer Retention Improvement
3. Dynamic Omni Channel Messaging (with product recommendation)
4. Abandoned Cart Retention
The 7 Step process followed:
1. Ongoing Campaign Analysis
Major Operational Area: Lead Generation
Continuous analysis of campaigns allows brands to identify which strategies yield the best results.
Example from an Indian D2C Fashion Brand:
Campaign Type | Leads Generated | Conversion Rate | Cost per Lead (INR) |
|---|---|---|---|
Influencer Marketing | 4000 | 3% | 50 |
Email Marketing | 2500 | 5% | 30 |
Social Media Ads | 3000 | 2.5% | 45 |
2. Selection of Area of Optimisation
Major Operational Area: Customer Retention Improvement
Identify key areas that need optimization to enhance customer retention.
Example from an Indian D2C Beauty Brand:
Retention Strategy | Repeat Purchase Rate | Customer Feedback Score | Improvement Needed |
|---|---|---|---|
Loyalty Program | 40% | 4.2/5 | Low |
Personalised Emails | 25% | 3.8/5 | Medium |
Exclusive Offers | 50% | 4.5/5 | None |
3. Selection of Measurement Methods
Operational Area: Dynamic Omni Channel Messaging
Selecting precise metrics to measure the impact of omni-channel strategies.
Example:
Channel | Open Rate | Click-Through Rate (CTR) | Conversion Rate |
|---|---|---|---|
20% | 10% | 3% | |
85% | 65% | 35% | |
SMS | 30% | 20% | 8% |
4. Project of Optimisation Activities
Major Operational Area: Abandoned Cart Retention
Strategizing the optimization activities for reducing cart abandonment.
Example from an Indian D2C Electronics Brand:
Strategy | Cart Recovery Rate | Average Order Value (INR) | Emails Open Rate |
|---|---|---|---|
Discount Code | 25% | 4,500 | 35% |
Free Shipping | 30% | 3,800 | 40% |
Product Recommendation | 20% | 5,000 | 25% |
5. A/B Tests
Conducting A/B tests to find the most effective strategy. Why? Because the right method varies with time, holiday period, offers used etc.
Example from an Indian D2C Lifestyle Brand:
Test Element | Variation A | Variation B | Winner | Increase |
|---|---|---|---|---|
Subject Line | 20% Open Rate | 35% Open Rate | B | 15% Increase |
Call to Action | 3% Click Rate | 5% Click Rate | B | 2% Increase |
6. Results Report
Analysing and reporting the results to guide future strategies.
Example Report for Optimising Campaigns:
Metric | Pre-Optimisation | Post-Optimisation | Improvement |
|---|---|---|---|
Open Rate | 20% | 35% | 75% |
Conversion Rate | 2% | 4% | 100% |
Unsubscribe Rate | 1% | 0.5% | 50% Decrease |
7. Deployment of Changes
Implementing successful strategies across the board is made easier with cross-brand data from 500+ D2C brands in India. Enough to understand and maximise the potential of an apparel brand, or an FMCG brand.
Strategic Deployment Example:
After identifying through A/B testing that personalised product recommendations in follow-up WhatsApp Campaigns increased conversion rates by 14%, the brand decided to implement this strategy across all its messaging channels.
This was done via WhatsApp first because WhatsApp tends to be the platform with highest open-rate and click-through rate. Making it the ideal platform to experiment quickly, and replicate for other platforms.
Note: Creating brand specific, holiday specific, product specific, and other specific flows based on the workings of these 7 Steps is what makes or breaks a D2C brands’ Marketing Automation - and that’s where a Pragmatic Brand shines brightest.
That’s the end of our talk on “7 Steps to Optimise Marketing Automation.”...
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